It's clear that we cannot defeat the status quo or low-cost competitors simply by "selling harder", or by using traditional sales methods that were designed for the simpler challenges of an easier age. B2B CEOs and sales leaders recognise that their sales and marketing organisations need to do a better job of targeting , identifying and engaging the right people in the right organisations, positioning  and differentiating their approach from alternative options, and advancing the prospect's decision-making process.

A simple example is when we change I to me depending on where it is used in a sentence. The person remains the same, the word changes.

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